Brand licenses and fragrances

The fragrance industry was early in brand licenses.

Coco Chanel and her perfume are a textbook case. Christian Dior Parfums and cosmetics were at the starting point of Bernard Arnault’s LVMH.

Even today the new Coty CEO mentions licensed brands Gucci, Burberry, Hugo Boss and Adidas first. Her newest stars are Kylie (Jenner) Cosmetics and Kim Kardashian’s KKW.